IF running her own PR firm, KIN,
was not keeping her busy enough,
Bangalore girl Nimrita Genomal
has now taken to the virtual world to
set up Eazelly.com, along with her
sister-in-law Sonal Gupta, a Dubaibased
financial services consultant.
Essentially a blog, it also doubles up
as a resource for all things unusual,
off beat and non-mass produced.
“The inspiration for Eazelly stems
from the love and passion of discovering
of all things unique (and owning
them), such as statement pieces
that stand out on you or in your
home,” begins Genomal, adding,
“as important, if not more, are the
people, artists, creators, entrepreneurs
and makers of the products.
They all have an intriguing story
behind their craft.”
Focusing on hand-made, ‘heart
made’ and thoughtfully sourced
products, the blog posts (some with
links to the product pages) are written
by Genomal and Gupta with
guest write-ups by people from their
social circle. The articles describe
their unusual finds: from chalkboard
trays and cushion covers to
board games made with embroidered,
appliquéd and digitally printed
textiles, going into detail on how
they were made, where they were
sourced from and information on
how to get hold of them yourself. A
few brands featured that caught our
eye are Bangalore-based Morning
Fresh, a great hangover drink
said to reduce blood alcohol level by
50 per cent and Pink Feather, a label
that makes non-perishable,
eco-friendly fridge magnets, pen
holders and fancy jars with stale
bread. Barely two months old, the
site has 16 posts and Genomal
assures us that there will be at
least three stories each week.
They plan to expand to tracking
trends and are working
on finding organic products.
“If people like what
we do and continue to
trust our curation, and
say we get enough
requests to do e-commerce,
we’ll start the process,”
she signs off.
Details: eazelly.com
—R R